Latino Music Market
in the US

Romeo Santos


The Latino audience is a major segment in the United States. In 2012, the Latino population numbered 53 million, 17 percent of the nation’s total population. Not only is this a big audience in size, it’s also a big music audience. To run an effective digital marketing campaign reaching the Latino population, it is necessary to understand the similarities and differences in Latino music fans compared to other segments and how this audience consumes music. One big similarity is that just like all music fans, the Latino audience is passionate about their music. It is important to engage with the core fans, make sure they are aware of new releases and drive them through to purchase.

Language Targeting

One important difference to bear in mind when reaching the Latino audience is language targeting. Many consumers will be bilingual, but some will only speak Spanish and others will only speak English. With a billboard, print, radio or TV ad, you would have to guess at which language will perform the best. Digital advertising, on the other hand, has a big advantage, as you are able to tell a user’s preference and target them with the correct language. Google, Facebook and Twitter have good tools to help make sure ads hit the right audience. On Facebook, in addition to targeting by language, there is a tool that lets you segment the Latino audience. Within this, there are three options, one of bilingual speakers, Spanish dominant and English dominant. Occasionally, two versions of a song will be released, one in English and one in Spanish. By breaking these audiences out, you can make sure you separately market each song to the relevant audience.


In reaching the Latino music fan base, having an effective mobile strategy is key, as the Latino audience over-indexes for mobile device usage. This is particularly true on Facebook. 89% of Latinos in the US access Facebook on mobile, and 30% are exclusive mobile users. This is a 140 index over the non-Latino affinity audience.[1] In addition, Android users also over-index, which means it is important not to neglect this audience and drive them to destinations where they are most likely to purchase. Oftentimes, this will be Google Play, or driving streams at Spotify.


Streaming and video views comprise a big part of the Latino market and is a growing source of revenue growth for record labels. Understanding this is important in marketing a release, as it will impact strategy, including driving traffic to YouTube and Spotify. In a campaign Gupta Media ran for Juanes album ‘Loco de Amor’, the focus was split between YouTube and retail. Through utilizing TrueView ads within YouTube to drive video views, the campaign drove 32,978 video views at a cost of under $0.03 per video view.

Campaign Highlight– Romeo Santos

With the release of Romeo Santos’ album “Formula Vol. 2” Gupta Media worked with Sony Music US Latin to drive pre-orders and sales of the album. The campaign utilized ads in both English and Spanish, targeting the right consumer in the appropriate language. On mobile, ads targeting iOS users were directed to iTunes while Android users were directed to Amazon. A Facebook Page Post ad ran linking to Spotify to encourage streaming of the album.

The campaign received over 150,000 engagements, with 82% of traffic coming from core targeting (fans who have shown interest in Romeo Santos or his album). Additionally, a Twitter campaign ran targeting followers of Romeo as well as people tweeting about Romeo and the album. The Spanish ads on Twitter performed much stronger than the English ads, in terms of Engagement Rate, Cost Per Engagement and Cost Per Link Click, though the English ads had more volume.

“Formula Vol. 2” went on to sell over 85,000 units in its first week. This was the biggest first week sales number in Latin music since 2006.

Joe Schlesinger
Written By:
Account Director
Next Up: